Sometimes it is too easy to overlook where technology plays a supporting, as opposed to a central, role in nonprofit advocacy efforts. We normally notice examples of effective online (usually e-mail-based) campaigns and petitions. But what about basic non-electronic letter writing campaigns?

It seems archaic to suggest to an online audience, but there are indeed electronic resources that exist solely to provide guidance, organization, and support for letter writing campaigns to address issues.

Consider a website that encourages basic letter writing campaigns around the globe around environmental issues, sponsored by an organization called Global Response. Global Response is really more of an international, nonpartisan, network of individuals and groups (including young people, high school and college students, and teachers) that receive news on environmental crises. Then, with the coordination of the stakeholders directly affected in that part of the world, it issue a call to action through its member network, which outlines not only the issue at stake, but also details what local groups are working to address it, and what specific assistance they need.

The website is by no means flashy, consisting of very basic text and limited design elements. Rather than providing a pro forma letter template, the website simply details, down to the letter (sorry!) specific recommendations for its members to develop personal written communications to decision makers and local media. Through the Web and the e-mail newsletter, users are given some basic letter writing tips and a brief sample to start with, as well as a specific items to include based on local activist input, but are not tools to follow a set rule or format.

While the effectiveness of Global Response's approach may seem questionable, it might be worth a look at their< link http://www.globalresponse.org/success.html list of accomplishments>, and then judge for yourself. Interestingly, you don't get a sense of the range or reach of membership base unless you elect to join the Quick Response Network (an electronic newsletter), but Global Response does attempt to tie in potential activists based in part on their education level (Global Response Actions for Adults, Eco-Club for teenagers and youth clubs, and the Young Environmentalist for kids, families, teachers and classrooms).

With that in mind, also consider Amnesty International Online. Amnesty International is an international, nonpartisan, and nonsectarian campaign movement centered around eliminating cruel and unusual punishment of prisoners and opposing human rights abuses, especially through high-profile letter writing campaigns. It boasts nearly a million members in over 162 countries, and conducts demonstrations, fundraising and education activities, individual appeals and global campaigns, and letter writing campaigns. Now given its size and resources, Amnesty international can do a wider range of things at a deeper level. What is interesting is how the website is used to highlight awareness around issue, and Amnesty's own comments on how effective the web resources are in achieving its goals.

By it's own admission, the most popular portion of the sites (in order) are the homepage, the news section, its resource library, and then the individual campaign section. The site reportedly receives some 3 million 'hits' a month, which translates roughly into about 100,000 visitors a month. The goal of the site is "to promote the work of Amnesty International and to distribute Amnesty International's resources beyond those who have access to our printed materials." It considers the website useful because it reportedly distributes information to people who are not currently engaged in desired actions through printed materials, especially in areas marked by government censorship, individual apathy, or that may lack the means to devote resources to research and issue tracking to affect change with respect to abuses in other countries.

As far as measuring the impact of the site, Amnesty comes clean and states that of the number of people who visit its site, a number of them already either are members, supporters, or human rights activists, and a great deal more are people who have learned about issues and how to be active on them, including adding their names to a human rights pledge and joining an information and news e-mail list. But, the website has not changed the way Amnesty basically conducts a campaign. Each new campaign has its own web page, with links to the text of the page in French, Spanish, and other languages as available. Users are encouraged to examine Amnesty International's Letter Writing Guide before taking any action.

A consideration for further thought: Neither site provides a gauge of how many new people have joined based on the letter writing campaigns or explicitly because of either website, but as an interesting side measure both could consider any increase in requests for assistance with new and/or ongoing letter writing campaigns through the site or their respective e-mail lists, and the geographic origins of those requests.